Cooking Oil industry in India

1. Cooking Oil an overview

2. Indian Edible Oil Industry India is the 4th largest edible oil market after USA, China and Brazil The domestic edible oil market is estimated at USD 25 billion (Rs.120,000 Crores) India is expected to import 10 million tonnes of edible oil in 2011/12; Palm and soy oils constitute more than 95% of total edible oil imports Increasing trend of consumer shifting towards branded/packaged oil Branded oil segment in India is annually growing at the rate of 20%, with sunflower and soy oils leading the market

3. Indian Edible Oil Industry Major Players The total edible oil consumption in India is around 18 million tons pa National Dairy Dev Board ITC Agro-Tech (Sec’bad) Marico Industries (Mumbai) Ahmed Mills (Mumbai) Adani Wilmar (Mundra) Hindustan Lever (Mumbai) Wipro (Bangalore) Rasoi (Kolkotta) Avi Industries (Mumbai) Kaleesuwari Refinery (Chennai)

5. Market Segmentation Income High: highly health conscious – premium brands, olive oil, PUFA (Poly Unsaturated Fatty Acid) Oils Medium: safety – refined sunflower, soya oil Low: utility – loose oil manufactured by local players Region North – Mustard, Rape East - Mustard, Rape West - Groundnut South – Groundnut, Coconut

6. Market Segmentation Consumer Classes 2007 2011 Rich (Rs. 1Crore + p.a.) 3Lac 5Lac HNI (Rs.36Lacs + p.a.) 59Lac 65Lac Consuming (Rs.6Lacs - Rs.36Lacs) 90Lac 95Lac Climbers (Rs.2Lac -Rs.6Lacs) 74Lac 82Lac Aspirants (Rs.30,000 - Rs.2Lac) 15Lac 13Lac Destitute (< Rs.30,000 p.a.) 13Lac 12Lac Total Homes 254Lac 272Lac

7. Market Size of Cooking Oils Coconut Oil: Rs. 1,600 Crores (Rs.750Crores branded) Olive Oil: Rs. 1,500 Crores (30,000 Tons) Safflower Oil: Rs. 610 Crores (77,500 Tons) Ricebran Oil: Rs. 2,150 Crores (0.5 Million Tons) Sesame Oil: Rs. 1,200 Crores (0.2 Million Tons) Soya Oil: Rs. 7,800 Crores (1.2Million Tons) Palm Oil: Rs.25,000 Crores (5 Million Tons) Mustard Oil: Rs.24,000 Crores (3 Million Tons) Groundnut Oil: Rs.16,000 Crores (2 Million Tons) Sunflower Oil: Rs.48,000 Crores (6.4 Million Tons) Total Cooking Oil Market Size: Rs,1,27,860 Crores

8. Major Brands

9. Sundrop Pricing

10. Sunflower Oil

14. Distribution Mapping

15. Distribution Mapping - Cities 3% 7% High Frequency Stores 20%

16. Distribution Mapping - Cities 20% Controlled by retail owner Modern Trade Outlets (Large # of outlets)

17. Distribution Mapping - Cities 10% Modern Trade Outlets (Fewer outlets) Gold Winner’s excl. distributors 20%

18. Distribution Mapping – Rural/ Upcountry 5% 3% 8% 14%

21. Hub n Spoke Distribution Model Chenglepet Vellore Chennai Kanchipuram Thiruvallur Vizhupuram Feeder Markets Hub

22. Hub n Spoke Distribution Model Indore Aurangabad Mumbai Pune Dadar & Nagar Haveli Goa & Panaji Feeder Markets Hub

24. Questions? Hari Prabhakar 98943 89188 9566 206 777